CATEGORY: Business Intelligence

REVIEWER: Matthew Doyel, senior director of marketing for Reflect ­– True Custom Beauty.

BACKGROUND: Reflect ­ True Custom Beauty is a manufacturer and multichannel retailer of customized beauty products for women (skin care, hair care, color cosmetics and fine fragrances). Through an in-depth consultation process, each individual woman's specific needs and desires are determined and then unique products are custom created to meet those specific needs. Reflect products are available via the Web or at one of our retail locations in the Chicago area.

PLATFORMS: Sun/Solaris/UNIX/Oracle and Dell/Windows NT.

PROBLEM SOLVED: Marketing and finance managers needed a solution for easy-to-understand and easy-to-use access to customer data. Now, instead of asking engineers to run SQL queries, managers can get a 360-degree view of the customer from their desktops. By linking permission- based campaign management with sophisticated analytics, E.piphany Campaign Management provides a powerful closed-loop solution for targeting, planning, executing and analyzing multichannel campaigns.

PRODUCT FUNCTIONALITY: Campaign Management for E-mail enables to personalize e-mail messages with demographic, third-party and transactional information. The product's unsubscription management capabilities give us the confidence that our customers' preferences are respected. Query and filtering functionality defines highly targeted lists and an unlimited number of segments. Offer optimization selects offers dynamically using integrated data mining components. Queries and segmentation schemes are created using available customer information, including demographic attributes, transactional behavior, campaign history, date-relative filters, etc. We use the product daily to send more than 90 unique campaigns to our customer base and are able to capture data across every aspect of the campaign, including messages sent, delivered, opened, bounced back, opted out and clicked through. The product includes analytics ranging from drill-down reporting and charting to advanced data mining and custom end- user developed calculations. With the product, we are also able to use scores from external analytical tools to utilize all available information to ensure campaigns are focused and effective. Campaign Management for E-mail includes packaged reporting and analysis templates that allow our team to begin evaluating campaign performance soon after a campaign has been executed.

STRENGTHS: Campaign Management for E-mail is a single point interface for reporting, analysis and campaign management. The integrated analytics enable to gain insight into our customers and their preferences and take action immediately.

WEAKNESSES: Because we were unable to create campaigns with large blocks of dynamic content, we had to create an internal engineering solution that works with the E.piphany software in order to provide large blocks of dynamic content to customers.

SELECTION CRITERIA: E.piphany provides a completely integrated solution –­ not a bundle of outsourced components that have to (questionably) work together. Because the product is tightly integrated, we are able to gain insight into our customers and their preferences and take action immediately.

DELIVERABLES: We use E.piphany Campaign Management for E-mail every day to send more than 90 unique campaigns to our customer base. Our campaign team uses the product to perform analyses and determine which test cells tie to higher sales performance. Our marketing and finance groups use the reporting tools to track sales, conversion and loyalty metrics ­ key components of our business model. The closed-loop analytics capabilities in the product help our teams learn as campaign responses are captured. The product tracks campaign histories, monitors responses and uses response data to trigger follow- up conversations through any touchpoint. Campaign performance is analyzed with saved and ad hoc reports

VENDOR SUPPORT: E.piphany has been very supportive in our pre- and post-deployment periods. They understand the critical function the software plays in our business and always respond quickly to technical and informational requests.

DOCUMENTATION: E.piphany provides in-depth documentation and training. While it's a bit more complicated than creating a PowerPoint presentation, with the right implementation and training, reliance on E.piphany support should be minimal.

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